ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2023 ADC Awards - Advertising

The Suitcase

Agency DDB Group Italy / Milan + Karen Film / Milan

Client IKEA


Innovation / Direct

Annual ID


About the Work

27 million people had fled Ukraine since the Russia invasion. The war upended their lives, forcing them to abandon their homes, professions, and families. They fled leaving everything behind with their life packed in a suitcase.

With “A place to call home" project, IKEA Italy has always been committed to give a sense of home to those who need it most. Over the past 10 years, the brand has contributed to many housing projects all over Italy, making them immediately available to Ukrainian refugees too.
But it wasn’t enough to make them feel the warmth of home again. Our goal was to give it back to them, making people act. But to do that, people needed to face reality.
So, we put all IKEA customers looking for the perfect solution to add warmth to their homes in front of the reality of those who had to leave their own.
From April 22 to May 8 2022, in all IKEAs across Italy we gave shape to what’s left of an Ukrainian refugee’s home, metaphorically packing the content of a room setting in a suitcase. Like all refugees were forced to do.
We exhibited a room setting completely empty with only a suitcase inside. A powerful image for people that were walking through well-furnished stores, making them stop and take action donating essential goods to Ukrainian refugees.
We brought our campaign to 21 Italian IKEA stores, achieving a nationwide impact. We recorded 2.9M total reach and 7.5K interactions, but the most important result is that just in the first week we recorded 2.3K donations sent to the 700 hosting houses of the IKEA’s project “A place to call home” which gave many Ukrainian refugees a place to live in Italy, starting to give back a sense of home to those who left it behind.

2023 Awards

Total Points: 3

Merit Honor



DDB Group Italy / Milan

Production Company

Karen Film / Milan

Art Director

Linda Faini


Noa Consigli

Chief Creative Officer

Luca Cortesini


Mauro Lodi


Sara Dicorato

Executive Creative Director

Gabriele Caeti

Executive Producer

Tommaso Pellicci

Account Director

Davide Bergna

Account Executive

Giulia Silvi

Account Supervisor

Azzurra Ricevuti

Color Grading

Luca Parma

Post Production Supervisor

Giancarlo Giani

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